Fjällräven Greenland

Storytelling was at the centre of the fifty-year anniversary campaign for Fjällräven’s iconic Greenland Jacket. Utilising Thymann’s vast science network, two scientists were cast- Gabe Lewis and Karina Graeter, both who do glacier and climate related research on Greenland and who also happened to look great in the gear. Through interviews, preliminary scripts were created and a documentary approach was taken throughout. The result was two honest and beautiful films with important messaging as well as a portfolio of images and content for social media.

Reporting on science is difficult, but having a granular knowledge allows Thymann to focus on the exciting aspects of the story without diluting the subject matter.